As the hazy, lazy days of summer begin to wind down, there is much to look forward to this fall in the form of barbecues, picnics and tailgates. It’s not too hot—or too cold—to revel in the outdoors. Distributors should take this opportunity to choose from the plethora of products on the market to present to clients who no doubt will be hosting corporate parties and events. Barbecue tools, coolers, tables, chairs, misting fans, grills, and drinkware are just some of the items that can be found in this lucrative market—and can be a part of an enjoyable, unforgettable outdoor experience. Upscale, retail-inspired items are trending in this segment of the market.
The demand for higher-end products is driven by the trend of doing more upscale events, according to Grethe Adams of Southern Plus. “From serving sophisticated, gourmet food and beverages to more elaborate set-ups, the trend to do bigger and better demands higher-end products to match,” she asserts. “Demand for these products has been great and has really picked up pace this summer.”
BIG Graphic’s Melissa Ralston notes that while captain’s chairs and barbecue sets remain staples in this market segment, the company is seeing retail brands drive the new trends in promotional products, including: vacuum insulated bottles and tumblers (driven by the micro-brewery trend); inflatable lounge chairs that fill within seconds; and a renewed focus on the outdoor and leisure markets. “Tailgating is a bigger event now than ever before—with food prepared on portable grills, served on folding chairs and tables, with shade tents, coolers of beer and wine, games, and more,” she elaborates. “According to the 25th Weber Grill Survey, respondents spend an average of $122 on a tailgate party. Many tailgaters don’t even make it to the game itself—50 percent of respondents said they attended a tailgate in the past year but did not go to the game! The concept of tailgaters and a market for potential sales has emerged into a $20 billion industry, with considerable room for growth.”
Expanding on this concept is Naomi Berkowitz of Picnic Plus by Spectrum. “When we hear customers looking for new items for picnic and tailgating events, this immediately conjures up ideas and visions of social gatherings and all types of outdoor events, while creating fun memories and reconnecting with friends and family,” she comments. “Each year, we develop innovative products to meet those specific consumer’s needs, highlighting the newest and most unique ‘gadgets’ and products to bring to an event in a spirited /competitive way!”
Hot Sports Grills also sees the importance of tailgating products. “The fact is, football is the constant in what we sell,” Bernie DiMeo states, “which is football-shaped grills and football-helmet shaped charcoal grills.”
Tables are a hot-ticket item this season. Adams of Southern Plus reports its new 151 Event Table has been one of the company’s best sellers—both as a stand-alone as well as part of the 202 Tailgate King Set. She adds that the 5035 Tailgate Tub is also doing very well. “Both are very versatile pieces that can be used (and given) individually or together with chairs or a BBQ set,” she points out.
Picnic Plus by Spectrum also reports success with its new Tailgate Table (PSM-104). According to Berkowitz, the table top is fully adjustable at either a sitting height (24 inches) and extends to a standing height (36 inches). “This lightweight portable table sets up in seconds and is perfect for drinks with the four recessed beverage pockets and plenty of room for all the food!” she adds. It folds up easily and the table top and legs fit into the color-coordinated travel bag.
The company has also rolled out the following products: leakproof, tall-standing Tub Coolers PSG-221 (available in all team colors); football cooler (PSG-252) that holds up to 30 cans plus ice; and Magnetic Wood Bottle Openers in three styles that magically “stick” to any metal surface using the company’s MagnaCore® neodymium magnet and tested to hold up to 90 bottle caps. These products join the following popular sellers: PSM-106 Stadium Seat, PPB-666 6 Pack Bottle Holder in Cotton Canvas, and the Mega Mat® M5101 and M5108—a 100 percent waterproof, foam-padded mat with an acrylic top. It has a carry handle, a detachable shoulder strap, and comes in two sizes and 15 patterns.
At BIC Graphic, new offerings include three KOOZIE® can and bottle coolers, several new vacuum insulated drinkware items, and three new O2COOL® handheld/personal fans. “In July, we introduced a 5-in-1 BBQ Tool featuring a detachable spatula, fork, basting brush, bottle opener, and cork screw,” Ralston says. “While our existing KOOZIE® collapsible can koolers remain our top sellers, we can already see a lot of promise from the new items.”
It’s all about football shaped grills at Hot Sports Grills. DiMeo notes that the company’s two new items—a 52-inch tall beer/soda/liquor bottle that opens into a half grill and half cooler and a beer/soda can-shaped grill—are also the company’s best sellers. DiMeo reports demand for these two products is at an “all-time high.” The company has also added coolers, aprons, and chairs to its offerings.
Josette Bosse at Bay State Specialty Company notes that one of the company’s best sellers is the BS K206 Quick'n Slick Silicone Basting Brush—an extra-long basting brush with an 8-inch handle—that includes a large hanging hole plus a step-up feature allowing the baster to be placed on a table without the brush touching. It is dishwasher safe and good on hot surfaces up to 500 degrees. The brush is available in cornflower blue brush and sangria red brush.
Promotional product suppliers agree there are many ways to tout barbecue/picnic/tailgate items. Ralston at BIC Graphic suggests using a flyer to features the latest trends and hottest products. “Distributors can also create bundle offers just for BBQ/Picnic/Tailgating with a variety of items,” she says. “For more expensive items, it’s best to focus on retail brands and upsell the features and benefits.”
Berkowitz at Picnic Plus by Spectrum recommends the following to distributors to reach their target audience: in-store displays for snack and beverage companies and giveaways during the promotion, casino fall promotions, sports team ticket holders’ gifts, college fraternity and alumni parties, family reunions, high school spirit fundraising, cheerleading competitions, non-profit organizations/fall membership drives, and the “catch-all” company outing.
Almost any brand can benefit from promoting at these types of events, Adams of Southern Plus adds, so she emphasizes the importance of distributors mentioning this fact to clients. “Associating your brand with positive, family-oriented, fun activities like picnics, tailgating, and barbecues is a no brainer,” she comments. “Connect with the customer at heart level and you’ll make a lasting connection. An additional benefit with these types of events is that you’re likely to get added exposure among friends, family and other tailgaters. Who doesn’t want that?
“This is all about fun, good food, and time with friends and family!” Adams continues. “These types of events are obviously popular and, as mentioned, are great for almost any brand from consumer goods and auto-makers to realtors, home improvement stores, medical facilities, and schools. Another reason to pursue this market is that typically the items used are higher-end products like chairs, BBQ sets, and blankets. It doesn’t take a large quantity before you have yourself a nice order.”
Adams concludes that while barbecues and picnics are typically viewed as summer activities, they start in the spring and extend well into the fall—alongside tailgating. “Add in the fact that these items make perfect holiday gifts, this market segment is actually relevant all year long. So, get busy now and you’ll be able to sell these items the entire fall season and up to the holidays.”
Case Study
Grethe Adams, Southern Plus
A major beer brand was sponsoring a summer concert series at an outdoor amphitheater, and wanted to offer an “enhanced” experience for their VIP customers, and radio contest winners. They felt that just giving them front row seats was not sufficient, and did not let others in attendance know that these were special guests of a special brand. They cordoned off a prime section in front of the stage, and instead of putting standard rows of chairs inside this section, they wanted to create VIP “outdoor” suites. They used (modified) “Tailgate King” sets (202), from Southern Plus, which provided two luxury chairs (118-Chairman), a table (151-Event Table), cooler (5035-Tailgate Tub), and two blankets (9014-Outback Blanket) for each VIP (and guest) to share. (They opted to substitute an additional blanket for the standard BBQ set that normally comes with the set, so each guest would have a blanket when the temperature dropped after dark.)
When the VIPs were escorted from their welcome tent to their seats, they were impressed to see their “suite”, complete with their beverage(s) of choice already iced down in their Cooler Tubs! The looks of envy they received from neighboring concert-goers further elevated the experience for the lucky guests! When the concert was over, they were allowed to bundle up their “Tailgate King” set (suite), and take it home with them to keep.
Each piece of the “suite” was branded with the beer company logo, which continues to make brand impressions each and every time the recipients use them for other activities. This promotion gained an elevated perception of the brand not only with the VIP guests, but by every other patron who witnessed the VIP treatment, and realized who was responsible for it! The recipients consistently commented that it was, “The best concert experience they ever had” (and the iced down “personal” beverages in the Cooler Tub truly “raised the bar” for them). The brand has seen deeper brand loyalty from the VIPs, and an increase in local sales overall. They attribute most of this to the added exposure they gained with this “suite” opportunity!
Josette Bosse, Bay State Specialty Company
A distributor in Massachusetts was working with a propane company on a public relations campaign. The company was trying to increase its visibility in an effort to gain market share in a down economy. The end user’s primary business was delivering propane to residential properties; therefore, they wanted a product that would be useful in and around the house. As a side benefit, they were also trying to increase their more profitable business of filling smaller barbeque tanks at the same time as the main fill-up. So, they set out to find a product that could give them results in both markets.
The Bay State K206 Silicone Basting Brush was a perfect match to help them deliver a positive message to home owners and grilling experts alike. The product’s silicone brush can withstand heat up to 500°! Perfect for basting any food in the kitchen or on the grill. Both the distributor and end-user also liked the fact that the product has a large enough imprint area for a logo and specific contact information that was needed.
The propane company ordered 1000 pieces and they were thrilled with the results! After each fill-up, the driver would attach an informational card, the basting brush and a ‘Thank you’ note on each customer’s front door. Comments came pouring in, such as, ‘What a nice surprise to receive such a useful product,’ and, ‘Thank you for recognizing us as a valued customer.’ Even in a down economy, customer awareness and business is up for this savvy end-user.